Advertising and Marketing Communications Management

The three-year Advertising and Marketing Communications Management program at Algonquin College blends traditional business theory with creative messaging, and prepares students for a variety of roles in integrated marketing communications.

Mobile DeviceBring Your Own Device (BYOD): As a student in this on-campus program, you will require a mobile computing device that meets the specifications outlined by your program at (Please note this was previously referred to as a Mobile Learning Program)

Another Mobile Device ImageeTextbooks: As a student in a program that has adopted etextbooks, your required texts and digital resources will be provided to you at the beginning of each term (with the exception of general education electives). For more information and associated fees, go to

Ontario College Advanced Diploma
3 Year(s)

Program Code: 1456X01FWO
Academic Year: 2016/2017

Our Program

This three-year Ontario College Advanced Diploma program provides students with opportunities to develop skills in the conceptualizing, copywriting, layout, production and media selection required for planning, creating and implementing marketing communications.

Students learn the place of advertising in the marketing mix while practicing their creative and client-service skills in workshops and with the Algonquin Times, the student newspaper, student magazine and the student-run advertising agency. Macintosh computers are used extensively. The program concludes with six weeks of on-the-job field work.

Bring Your Own Device (BYOD): Students are expected to have and use a laptop or mobile computing device when registered in this on-campus program. Hardware and software specifications required by your program are outlined at Mobile devices/laptops and supplies can be purchased directly from Algonquin`s Connections Store at educational rates.


This program is well-suited for students who:
  • Are creative and show initiative.
  • Are disciplined in their studies.
  • Have strong interpersonal skills.
  • Have above average written and oral communication ability.
  • Enjoy problem solving in a team environment.

Your Career

Graduates may find employment in the creative and client-service roles in advertising agencies. They may also work in any organization, regardless of industry, that has a marketing, communications, media or promotions department. Opportunities and roles exist in advertising, events, PR, digital, social media,promotions, sales and media fields. With experience, graduates may become self-employed or launch new advertising or marketing communications businesses.

Learning Outcomes

The graduate has reliably demonstrated the ability to:

  1. Determine, analyze and respond to clients` advertising and marketing communications objectives by applying principles of marketing and communications.
  2. Perform a market segmentation analysis, determine the organization`s target market audience and define the consumer behaviour of each segment.
  3. Develop an integrated advertising and marketing communications plan and persuasively present and defend it.
  4. Evaluate the effectiveness of integrated advertising and marketing communications initiatives.
  5. Develop advertising and marketing communications material in compliance with current Canadian legislation, industry standards and business practices.
  6. Develop creative solutions to address advertising and marketing communications challenges.
  7. Plan, implement, monitor and evaluate projects by applying principles of project management.
  8. Complete all work in a professional, ethical and timely manner.
  9. Identify and apply discipline-specific practices that contribute to the local and global community through social responsibility, economic commitment and environmental stewardship.


Programs at Algonquin College are delivered using a variety of instruction modes. Courses may be offered in the classroom or lab, entirely online, or in a hybrid mode which combines classroom sessions with online learning activities. Upon registration, each full-time student is provided an Algonquin email account which is used to communicate important information about program or course events.
Level: 01 Hours
ADV1601 Ad Workshop I Students focus on layout and design principles. Students learn to create advertisements and other print material while they learn to enter, edit, and manipulate text and graphics. 45.0
ADV1616 Persuasion Students are introduced to the various techniques used in persuasive communications from propaganda to source credibility. 45.0
ADV1618 The Marketing Concept An introduction to marketing concepts, the role of marketing departments, marketing, and the economy and the role of advertising is provided. While students receive an overview of the entire marketing process, emphasis is placed on areas of relevance to advertising. 45.0
ADV1639 Switching on Your Right Brain Students develop important skills in group dynamics, problem solving and creative thinking. Students explore various techniques that allow them to work effectively in teams, generate ideas and apply them to real-life problem solving situations. 45.0
ADV1695 Advertising I Students explore the evolution and development of advertising in North America in a social, historical, economic and cultural context. The historical context is brought to the present day with current examples and cases of the modern advertising industry. 60.0
ENL1813M Communications I Communication remains an essential skill sought by employers, regardless of discipline or field of study. Using a practical, vocation-oriented approach, students focus on meeting the requirements of effective communication. Through a combination of lectures, exercises, and independent learning, students practice writing, speaking, reading, listening, locating and documenting information, and using technology to communicate professionally. Students develop and strengthen communication skills that contribute to success in both educational and workplace environments. 45.0
Level: 02 Hours
ADV1602 Ad Workshop II Students enhance their understanding of layout, print production and InDesign.

Prerequisites: ADV1601
ADV1619 Media Buying and Selling Students are introduced to the elements within a media strategy including media objectives, media and vehicle selection and blocking charts. Using Canadian Advertising Rates and Data (CARD), students learn how to estimate the cost of paid media including print, broadcast, out-of-home and digital media. Additionally, students gain understanding of the media sales process and basic selling skills as a partnership function to media buying. 45.0
ADV1622 Copywriting 101 Students are provided with guidance in conceptual thinking and writing advertising strategies. Students learn the techniques to write headlines and body copy for a variety of print ads. 30.0
ADV1623 Advertising II Students learn the functions of advertising, its role in marketing communications mix, economics and social influence. They learn how companies and agencies organize for advertising and new developments in the organizational structure of the marketing communications industry. Students are introduced to and study the integrated marketing communications plan and how to develop an IMC strategy.

Prerequisites: ADV1618 and ADV1695
ADV1679 How Consumers Get to Yes The role of behavioural studies in the marketing/advertising process is introduced. Psychological factors that affect consumer buying processes are explored. 45.0
ADV1696 Researching for Insight Students examine how marketers and advertisers gain information about the marketplace and how they apply their findings to decision making. The basic principles of market research and their application to advertising campaigns are introduced. Students learn to establish the validity of independent studies and how to develop questionnaires for quantitative research. 30.0
ENL2011 Presentation Skills Students develop, practice and refine oral presentation skills. Through individual and small group presentations, students demonstrate effective delivery techniques and successful incorporation of audio-visual aids into a persuasive presentation. 45.0
Choose one from equivalencies: Hours
GED1456 General Education Elective Students choose one course, from a group of general education electives, which meets one of the following five theme requirements: Arts in Society, Civic Life, Social and Cultural Understanding, Personal Understanding, and Science and Technology.

Equivalencies: ARC9001 or ENV0002 or FAM1218 or FIN2300 or GED1896 or GED5002 or GED5004 or GED5006 or GED5009 or GED5200 or GED5300 or GED6022 or GEN1001 or GEN1957 or GEN2000 or GEN2003 or GEN2007 or HIS0001 or HIS2000 or HOS2228 or LIB1982 or MGT7330 or MVM8800 or RAD2001 or SOC2003 or PSI0003
Level: 03 Hours
ADV1630 Advertising III Students learn how to develop a marketing communications plan. They practise the key elements of a comprehensive plan from situation analysis and defining objectives through to selecting the IMC mix and developing creative strategies.

Prerequisites: ADV1619 and ADV1623
ADV1634 Theatre of the Mind Students are introduced to radio as an advertising medium, its advantages to advertisers and its opportunities for copywriters. Students are expected to write creative advertising commercials and become familiar with broadcasting production facilities.

Prerequisites: ADV1622
ADV1638 Advertising in Practice I Students apply theory to practice. Using learning contracts, students work on areas of interest including independent projects, and working with the student-run agency, the student-run newspaper or magazine. Students assume responsibility for the development of projects from conceptualization to completion. 30.0
ADV1641 Strategy and Media Toolkit Students learn how to further define a target audience's demographics, psychographics, behaviour, lifestyle and media choices. Students work with a variety of media management software and databases including NADbank, PMB and BBM, to compile market information, evaluate media plans and to make strategic recommendations.

Prerequisites: ADV1619
ADV1678 Ad Studio Students enhance their knowledge of graphic design and visual communications techniques, and build on software program techniques. Specifically, Adobe InDesign and Photoshop are explored in depth to enable students to complete a series of projects integrating concepts and software learning. Students also learn how advertising agency creative departments function within the agency.

Prerequisites: ADV1602
ADV1684 Creating Hype Students learn a variety of ways of communicating with consumers beyond advertising. Focus is placed on the roles of public relations, experiential and event marketing in the marketing communications mix. Students are introduced to public relations strategies and techniques, as well as writing for media. The structure and organizational elements of experiential and event planning are explored from pre-promotion through to implementation and evaluation.

Prerequisites: ADV1618
ADV1710 Media Planning Strategy Students study and practice the development of a media strategy including media objectives, strategy and tactics, blocking chart development and evaluation metrics. They learn research techniques in order to drive audience insight and media usage and vehicle recommendations. The planning and buying of digital and emerging media campaigns is emphasized.

Prerequisites: ADV1619
Level: 04 Hours
ADV1645 Advertising IV Students refine the skills and knowledge gained in developing integrated marketing communication plans. Students further develop their strategic planning skills while working on actual marketing communications challenges for a variety of business sectors.

Prerequisites: ADV1630 and ADV1641
ADV1648 Advertising in Practice II Students are provided an opportunity to apply theory to practice. Using learning contracts, students work on areas of interest including independent projects and working with the student-run agency or the student-run newspaper. Students assume responsibility for the development of projects from conceptualization to completion.

Prerequisites: ADV1638
ADV1659 Motion Storytelling Students receive real-life experience strategizing, conceptualizing, writing, and scripting branded content that surprise, engage and delight. Working in teams, they learn the power and importance of collaboration as they create compelling, persuasive stories that not only move on the screen, but move their target audiences to action.

Prerequisites: ADV1634
ADV1680 Advertising Design Students enhance their knowledge of graphic design principles and software tools. The vector art drawing program, Adobe Illustrator, is introduced and practiced thoroughly. Students also research and build awareness of successful advertising design, and meet in an advertising agency studio setting, applying their skills in design principles, InDesign, Illustrator and Photoshop to create a variety of projects, including effective, dynamic advertising creative solutions.

Prerequisites: ADV1678
ADV1687 Push and Pull Students learn a variety of ways of communicating with consumers beyond advertising. Focus is placed on the roles of sales promotions and direct marketing in the marketing communications mix. Students examine consumer and trade promotions techniques and how they contribute to the effectiveness of an integrated marketing communications campaign. Direct response and interactive advertising techniques, such as audience targeting, message design and creation, and message-delivery methods are also discussed and practised.

Prerequisites: ADV1684
ADV1697 Insights and Strategy Finding a way to make a product or a company connect with the consumer is not easy. Account Planning is the research process for uncovering consumer insight. Students learn the variety of qualitative techniques used to uncover how to see the world through their customers' eyes leading to more meaningful marketing decisions.

Prerequisites: ADV1679
ADV1709 Digital Marketing Strategy Digital Marketing, which includes the use of the Internet, mobile, social media, search, gaming and other emerging platforms and techniques, is an important component of most marketing communications plans. Students learn how to use these powerful communication tools and integrate them seamlessly into their communications strategy.

Prerequisites: ADV1630
Level: 05 Hours
ADV1656 Advertising V Students enhance their creative product. By crafting voice, strategy and audience definition, advertising concepts are prepared for a variety of target audiences. Critical application of visual communication and creative copywriting, allow students to hone their own advertising creative skill.

Prerequisites: ADV1645
ADV1676 Branding Since the early days of advertising, a strong brand has been a major factor in the overall success of many marketers. The history of branding and the various brand strategies are covered. Students learn to develop brand personality and manage a brand. Innovative cases in branding are also discussed.

Prerequisites: ADV1687
Elective 1: MUST choose one Hours
ADV1685 Portfolio Projects (Creative) Aspiring advertising professionals are provided the tools, feedback, and applied experience they need to strengthen their portfolios and their job-seeking prospects. Students learn how to fine-tune their work and develop projects that emphasize design, copywriting or interactive design skills that promote them in the best possible light. Industry leaders join the class to share creative insights, as well as presentation tips for getting the attention of agency decision-makers. A good portion of class time is spent critiquing and improving students' portfolios and pitch approaches. 30.0
ADV1686 Portfolio Projects (Business) Aspiring advertising professionals are provided the tools, feedback, and applied experience they need to strengthen their portfolios and their job-seeking prospects. Students learn how to fine-tune their work and develop projects that emphasize marketing, client services, research for IMC skills that promote them in the best possible light. Industry leaders join the class to share creative insights, as well as presentation tips for getting the attention of agency decision-makers. 30.0
Elective 2: MUST choose one Hours
ADV1701 Web Techniques Students are introduced to HTML programming, Adobe Muse and basic web design. They learn and practise UX design principles while developing webpages and sites. Current programming tools and software are introduced to augment learning. 45.0
ADV1708 Digital Marketing Execution and Analytics Students gain further knowledge of how to develop and execute digital marketing strategies including online advertising, social media and search campaigns. They learn how to implement digital marketing strategies through hands-on projects using online tools and resources as, well how to effectively evaluate them using evaluation methodologies and digital analytics.

Prerequisites: ADV1709
Elective 3: MUST choose one Hours
ADV1702 Niche Marketing In successful marketing, you need to be able to identify niche markets and understand the unique characteristics these industries or markets. Students explore the world of government, non-profit, sports and entertainment, small business and tourism and learn how to develop communication strategies for these facets of the industry. 45.0
ADV1703 Art Direction Students gain an understanding of the roles, theory, and method of advertising art direction and the practice of generating and shaping creative executions of advertising creative concepts. The role of an advertising art director as the professional responsible for the visual shape of ads brand's personality is emphasized. Students put their new understanding of the art direction role to use, creating a portfolio-worthy advertising execution.

Prerequisites: ADV1656
Elective 4: MUST choose one Hours
ADV1704 Clients and Contracts Students interested in pursuing a career in client services learn more about the process of client communication, project administration and negotiation with suppliers. Time keeping, estimating and invoicing are discussed. 45.0
ADV1705 Motion Graphics Students explore software and techniques used to create rich, interactive messages on mobile devices. Students also explore emerging programs that help bring traditionally static communications alive on mobile devices. Students suggest and explore additional motion graphics topics. 45.0
Elective 5: MUST choose one Hours
ADV1706 Project Management and Production Students learn the difference between project managers, producers and production managers in the advertising and communications industry. They receive practical experience in the role of planning, managing and producing a project while learning the skills of an effective project leader. Students receive guidance through every stage of project development, from larger and small projects and from initial idea through to delivery of the final product. 45.0
ADV1707 Creative Entrepreneurship Students focus on enhancing their conceptual, writing, and design skills in a wide variety of genres that are most sought after by those looking to hire freelancers and consultants. Students also learn the necessary skills for building their personal brand to help them succeed as small business practitioners. Networking, cost estimating, invoicing, and tax implications will also be covered.

Prerequisites: ADV1659
Level: 06 Hours
ADV1605 TrenDSPotting Students explore the emerging trends in global culture and marketing in the modern world. Students learn to recognize, and understand major social trends, and explore their impact on branding and communications. 18.0
ADV1665 Advertising VI Students focus on how international differences in culture, consumer behaviour, and media affect global marketing communications strategies. Students delve into concepts of culture, and then see how those influence everything from branding and positioning strategies to creative execution and media coordination. In addition, various approaches to the management of international campaigns are examined. Two major projects allow students to zero in on cultures in foreign markets and make recommendations for global brands.

Prerequisites: ADV1656
ADV1666 Field Work Students complete practical work experiences in advertising sales, creative services, management, and research with advertisers, agencies, media or auxiliary services.

Prerequisites: ADV1698
ADV1691 Professional Practice Attitude, communication and human relations are the key to surviving in the ever-changing world of advertising. Students are prepared for workplace success by providing them with practical expectations and useful tools to make a successful transition from school to workplace. Self-management, workplace politics and etiquette, building relationships and tools for the future are discussed. 36.0
ADV1698 Field Work Preparation Students develop the tools and skills necessary to confidently apply to fieldwork positions. Students meet individually with faculty to discuss their work aspirations, and to be coached on performance and presentation.

Prerequisites: ADV1656 and ADV1676
ADV1699 Cases in Advertising Students complete cases and problems dealing with the management of advertising and promotional programs; media and creative strategies; consumer, retail, industrial and public service applications. 18.0
ENL1988 Communications II: Proposal Writing Students apply developed communication skills to the field of proposal writing. They learn to write a variety of proposal materials, including Requests for Proposals (RSPs); responses to RFPs; short, informal proposals; as well as longer, more formal documents. By reviewing a variety of proposals, practicing writing skills in class, individual and group work, students learn to write clear, concise, correct and persuasive advertising material. Students also practice and demonstrate the skills necessary to deliver an oral presentation in response to an RFP.

Prerequisites: ENL1813M
Elective: choose 1 Hours
ADV1688 Portfolio Presentation (Creative) Information and guidance required to build a more professional product is provided. Changing trends, market developments, and key components of a creative portfolio from structure, format and content through to final presentation are considered. Students plan, implement, edit and present their creative concepts and visuals.

Prerequisites: ADV1685 or ADV1686
ADV1689 Portfolio Presentation (Business) Information and guidance required to build a more professional way of presenting work is provided. Changing trends and market developments are key components of a portfolio of work that emphasizes business skills. Students are able to plan, implement, edit and present their plans and strategic thinking abilities.

Prerequisites: ADV1685 or ADV1686

Fees & Expenses   

2016/2017 Academic Year

Total Fees for the first year of the program:

Domestic tuition/ancillary fees: $8,155.62 *

International tuition/ancillary Fees: $17,681.66. *

* Amounts include tuition fee, program specific lab and material fees, applicable eText fees, Students` Association fees and compulsory ancillary fees. Fees are subject to change. For detailed fees information please visit

Note: For further information regarding your books, please visit

Books and supplies cost approximately $1,220 in the first year, $1,270 in the second year and $1,220 in the third year. Students must purchase their own Macintosh laptop computer and software. Computers and supplies can be purchased directly from Algonquin`s Connections Store. In second year, students are required to subscribe to a program-recommended digital media buying simulation program. Cost is estimated to be $60. Throughout the program students are also required to submit colour print outs of creative work. Although the program aims to minimize this expense, students are advised to plan for this additional outlay.

Admission Requirements   

2017/2018 Academic Year

College Eligibility

  • Ontario Secondary School Diploma (OSSD) or equivalent. Applicants with an OSSD showing senior English and/or Mathematics courses at the Basic Level, or with Workplace or Open courses, will be tested to determine their eligibility for admission; OR
  • Academic and Career Entrance (ACE) certificate; OR
  • General Educational Development (GED) certificate; OR
  • Mature Student status (19 years of age or older and without a high school diploma at the start of the program). Eligibility may be determined by academic achievement testing for which a fee of $50 (subject to change) will be charged.

Program Eligibility

  • English, Grade 12 (ENG4C or equivalent) with a grade of 70% or higher.
  • Mathematics, Grade 11 (MBF3C or equivalent).

Applicants with International transcripts must provide proof of the subject specific requirements noted above along with proof of either:

  • IELTS-International English Language Testing Service-Overall band of 6.5 with a minimum of 6.0 in each band.OR
  • TOEFL-Internet-based (iBT)-overall 88, with the minimum of 22 in each
    component: Reading 22; Listening: 22 Speaking: 22, Writing: 22

Should the number of qualified applicants exceed the number of available places, applicants will be selected on the basis of their proficiency in English and mathematics.

Direct entry into second year:
Block transfer from Algonquin College Business Marketing program into second year:
Applicants who have successfully completed the Algonquin College Business Marketing diploma may be admitted directly into second year. Applicants should contact the coordinator for more information. Applicants with a university degree may be admitted directly into second year. Applicants should contact the coordinator directly for more information.

Application Information

Applications to full-time day programs must be submitted with official transcripts showing completion of the academic admission requirements through:
60 Corporate Court
Guelph, Ontario
N1G 5J3

Students currently enrolled in an Ontario secondary school should notify their Guidance Office prior to their online application at Applications for Fall Term and Winter Term admission received by February 1 will be given equal consideration. Applications received after February 1 will be processed on a first-come, first-served basis as long as places are available.

International applicants applying from out-of-country can obtain the International Student Application Form at or by contacting the Registrar`s Office.

For further information on the admissions process, contact:

Registrar`s Office
Algonquin College
1385 Woodroffe Ave, Room C150
Ottawa, ON K2G 1V8
Telephone: 613-727-0002
Toll-free: 1-800-565-4723
TTY: 613-727-7766
Fax: 613-727-7632

Additional Information

This program has a field work component that must be completed in order to graduate. Finding and securing an approved fieldwork opportunity is a shared responsibility. Your faculty and field work supervisor/coordinator has contacts in industry and where feasible will assist you in finding an approved field placement.

For more information, please contact Karen Kavanagh, Program Coordinator, at 613-727-4723 ext. 5818 or or Diane Banks, Marketing Officer, at ext. 2510 or

Awards & Bursaries

Every attempt is made to ensure the accuracy of the information in this publication. The College reserves the right to modify or cancel any course, program, fee, timetable, or campus location at any time

James Hillock Award

Each year the program’s second year students compete